OUR MANAGING PARTNER TEAM

Eugene Brazil


Managing Partner

Eugene adds his well-honed customer service and leadership skills to his finance background to create insight for developing profitable and effective customer service operations. He established himself as a notable finance professional (FCCA) by leading and financing the expansion of a large high street retailer, before then taking responsibility for the profitable development of a nationwide distribution business. From there Eugene went on to support the development of a number of the UK’s top retail brands. Those combined experiences established him a natural leader and he was appointed MD of the customers services and supply chain division of the Group, where he drove the expansion of the Customer Relationship Management policy and systems. Eugene has equal expertise in implementing Enterprise Resource Management Systems and could be considered one of the leading figures in the ‘order on line, deliver next day’ business. Eugene is a natural and empathetic coach who has the ability to meet people and clients exactly where they are, offering guidance to them in a supportive and nurturing way, which raises both their confidence level and ‘can do’ attitude. It is often said that he is ‘inspiring’. Like all Just Clarity consultants, Eugene brings a natural commercial understanding to the benefit of his clients, over and above his retail expertise, which included large scale business funding. Eugene enjoys giving back to the community and sits on boards that advise on the strategy of public amenity organisations, such as museums.

Keith Abrahams


Managing Partner

Keith has run and established a number of businesses and brings an uncommon breadth of experience to his work as a Life and Executive Coach. He has practised as a qualified accountant (FCCA) for over 25 years, complementing his financial acumen with an MBA that led him to senior management and directorship before he was 30. He has worked extensively in the business worlds as a finance director, a CEO and consultant, working for global manufacturing organisations and for SME service and distribution organisations. During this time Keith enhanced his professional business qualifications with expertise in coaching and counselling psychology. This left him with a clear understanding of both business and the human psychology (without the psychobabble!), all combing to enable him to help individuals and teams develop and succeed. He is also unusual in the sense that he has and continues to devote energy helping others through his charitable work, which has included emotional support, the homeless, in prisons and with addicts, and lately with difficult learners in schools. People and Business Matters. It is with this breadth of background, experience and training that Keith is able to address a very wide range of issues with an equal variety of approaches ranging from acting as a life and executive coach to supporting all business requirements. Keith is very pragmatic in his approach, keeps it simple and sees barriers as just the need to acquire internal resources to overcome. He will use whatever technique that meets the client fully and works to build those resources; he has an individual approach that puts supportive and gentle humour at the centre of the process.

Peter Bays


Managing Partner

Peter developed his entrepreneurial flair and insight into people whilst working as the Commercial and Investment Director under Sir Stuart Rose at Arcadia Plc (the UK’s premier fashion retailer business – Top Shop, Dorothy Perkins, Miss Selfridge’s and Burtons). This came after Peter distinguished himself as a pivotal leader and contributor to Business advisors, Stevenage Initiative, which drove the development of the borough during the 1980’s and has honed a set of skills that enables him to get clear business results, through people quickly. This management experience built upon his professional qualifications (MRICS, BSc) and led him to working with other entrepreneurs (including the Ideas Factory), arranging high level funding and brokerage deals. Peter, like all Just Clarity Business Coaches, has run his own businesses, including consultancy and setting up a range of high street shops. Therefore, Peter has a breadth of business and people management skills that afford him and his clients a solid, confident, can do approach, which he has successfully applied. Peter’s passion for people and their growth, as well as his organisational skills are enjoyed and put to great use in the ASA swimming events, where Peter is well known and loved as an enthusiastic contributor. Peter is the Just Clarity entrepreneur expert and also provides guidance and assistance with the complex and sometimes intimidating business issues that new and expanding businesses have to face, whether it is setting a top strategy in support of a business plan or day to day operations.

Emma Jaynes


Managing Partner

Emma has a back ground in organisational wellbeing having chaired various statutory commissioners committees and managed a number of third sector organisations delivering services into the NHS. Emma has been responsible for setting up innovative pilot projects within the NHS; establishing and running Community Peer Support Programmes; as well as monitoring and evaluating NHS Services; managing teams of staff and volunteers. Emma is qualified in Coaching, Psychology, Psychodynamic Counselling and Peer Support. Along with the Just Clarity Team, she has taken Peer Support principles into businesses to create Communities of Practice, supporting employees within the workplace. Emma also leads the Just Clarity research programs. The Just Clarity Social Enterprise programme is led by Emma, through which she is currently running Peer Support groups and providing Resilience Building Programmes to the local Community. She has created the Community Hubs which bring ‘People and Business Matters’ together ‘under one roof’ which is designed to encourage Personal, Business and Community collaborations within each of our geographical locations. Emma’s unique stance enables her to combine her professional, academic, vocational and personal experience in order to provide a safe and structured environment for individuals to explore their current challenges and feel empowered to make the changes necessary to move forwards.
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